Best Practices in Marketing and their Impact on Quality of Life

José Luis Vázquez

ISBN 10: 9401784175 / ISBN 13: 9789401784177

Edité par Springer Netherlands, Springer Netherlands Jul 2015, 2015

A propos de cet article

Neuware -This book is based on the premise that marketing is central to understanding and advancing companies, businesses, countries, major economic areas and every-day problems. It opposes the view held by some social scientists that the positive effects of marketing in a society are a product of capitalist enterprises and that marketing involves excessive exploitation and is a tool for creating and maintaining their power structures. To illustrate its point, the book examines successful marketing practices with implications for consumers¿ quality of life. Its compilation of cases from all over the world provides a unique and concise review of best practices in marketing and their impact on QOL. Each case in the book presents a specific social problem and discusses details of the marketing strategy adopted to resolve it, as well as the results obtained both for society at large and in terms of the citizens¿ quality of life. In addition, each case addresses the theoretical background of thespecific area of marketing used in the case.Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 276 pp. Englisch. N° de réf. du vendeur 9789401784177

Détails bibliographiques

Titre : Best Practices in Marketing and their Impact...

Éditeur : Springer Netherlands, Springer Netherlands Jul 2015

Date d'édition : 2015

Reliure : Taschenbuch

Etat : Neu

A propos de ce titre

Synopsis :

This book is based on the premise that marketing is central to understanding and advancing companies, businesses, countries, major economic areas and every-day problems. It opposes the view held by some social scientists that the positive effects of marketing in a society are a product of capitalist enterprises and that marketing involves excessive exploitation and is a tool for creating and maintaining their power structures. To illustrate its point, the book examines successful marketing practices with implications for consumers’ quality of life. Its compilation of cases from all over the world provides a unique and concise review of best practices in marketing and their impact on QOL. Each case in the book presents a specific social problem and discusses details of the marketing strategy adopted to resolve it, as well as the results obtained both for society at large and in terms of the citizens’ quality of life. In addition, each case addresses the theoretical background of thespecific area of marketing used in the case.

À propos de l?auteur:

Helena Alves is assistant professor at the University of Beira Interior, Portugal. She has a PhD in Management and she has been doing research in the area of public and nonprofit marketing. Currently she is editor of the International Review on Public and nonprofit marketing. She Is member of several editorial boards, namely of The service Industries Journal, of the Journal of Business Excellence, of the International Entrepreneurship and Management Journal, and of the Journal of Service Science and Management. She has published some articles in The Service Industries Journal, Total Quality Management, International Review on Public and non-Profit Marketing, Management Decision, Journal of Educational Management, and Services Business, among others, and has authored and co-authored some book chapters.